Dubai Islamic Bank (DIB) announced today the launch of its new campaign that aims to revitalise the bank’s positioning and market leadership.
Developed by recently appointed advertising agency Impact BBDO, the campaign leverages DIB’s longstanding heritage and values, coupled with its modern Islamic banking practices. It also focuses on the bank’s distinct, contemporary presence within the banking communications environment; further reinforcing the brand’s relevance today. The campaign objective is to create awareness on the fact that DIB is the UAE’s largest Islamic bank that always puts its customer’s needs first and foremost.
The campaign includes print, outdoor and online advertising and uses a simple, iconic, graphical representation of visuals, which together with a clean layout lends itself to a modern, fresh communication grid that clearly differentiates the bank in an extremely competitive landscape.
“In view of constantly changing market dynamics, it is important to consistently facilitate a process of fresh ideas and thinking about the DIB Brand,” said Dr. Adnan Chilwan, Chief of Retail and Business Banking, DIB. “After several rounds of presentations and diligent review, Impact BBDO was identified as the final preferred agency amongst a host of internationally reputed companies.”
“We are extremely pleased with this innovative interpretation of our brand,” Dr. Chilwan further explained. “This route was selected on the strength of its communication strategy and creative, which is a bold approach not seen commonly in the market, especially within the financial services industry.”
“Given the high media saturation levels in today’s marketplace, where several brands vie for a space in the consumer’s mindshare, it is important to have a unique and clutter breaking presence to stand out from the crowd. This is precisely where DIB’s new, confident communications approach positions itself and we anticipate that this direction will generate substantial interest and positive hype in the industry.” he ended.
